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Our commentary: Marketing Minute's Drew McLellan of the blog offers some advice:
"As you are crafting a new campaign that you hope will go viral" always ask yourself, is the juice worth the squeeze for my audience?".
Drew analyzes this playful, interactive campaign from his local pizzeria Ciro's that plays on the Flat Stanley project (where players mail flat "guests" to each other and share pictures of their adventures).
On the top of the pizzeria's delivery box includes a large cartoon image of its Ciro character tossing a pizza, and comes with instructions to cut out the character and take pictures of the character that you email in to Ciro's. The best photo's earn a wall of fame spot and a free pizza.
Marketing implications: McLellan comments: "For a poor college student, this is probably just the thing to do on a Friday night. Especially after a couple beers. God only knows where Ciro has appeared."
And yet - there's no way a busy family or business professional is going to take the campaign up - maybe it'll offer a wry smile. If you know your audience, intimately, you're way more likely to come up with simple ideas like Ciro's and do something that not only increases sale, but also makes you front of mind to a whole bigger audience. I am not sure why Ciro didn't run the competition on Facebook though - I'm pretty sure that wall of fame is more important!!
Recommended link: The Secret Ingredient For Viral Success
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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